Tag Archives: electronic dance music

The Tostitos Fiesta Bowl, Barrett-Jackson, Cactus League Baseball… and a music festival?

Plenty of events attract visitors to Arizona, but one in particular is new to the state: True Music Festival, a one-day, multi-genre event. Founder Jarid Dietrich taps into the rich, cultured music scene of the area — one that, he says, just doesn’t get enough credit.

“For whatever reason, people just don’t think of the Phoenix music scene on a national level,” Dietrich says. “It’s the sixth most populous city in the nation and is made up of a lot of people who are first- and second-generation Phoenicians. What that means is there are people from all over, bringing their music culture with them from across the world. If nothing more, I want this event to be a vessel for them to shine in the national spotlight. Let’s put them on stage with the biggest acts in the world and let them share their gift.”

True Music Festival is a first of its kind in the state, embracing and showcasing both local and national acts ranging from electronic dance music (EDM) to rock and hip-hop.

“I think the caliber of artists we are selecting from each genre is incredible,” Dietrich says. “These artists are well respected, not just by fans, but the music community in general.”

On the lineup so far is Bassnectar, Wiz Khalifa, The Flaming Lips, Lord Huron and Capital Cities, who have skyrocketed to success with their single “Safe and Sound.”

“We love festivals because of the energy you feel there,” Ryan Merchant of Capital Cities says. “This is a result of bringing together a bunch of bands in one place. It creates an excitement you don’t find in other concert settings.”

The artist Merchant looks forward to seeing the night of the festival?

Securing these artists may not have been the simplest task, but Dietrich says as soon as he revealed details on what he had planned for the festival, musicians started listening.

“It can be very difficult to get major artists to Arizona for a number of reasons, including political,” he says. “But when we started discussing with the artists, I think the concept spoke for itself, and they jumped at the opportunity.”

In addition to live music, the festival will also include live, interactive art installations and roving performers, so attendees are able to watch artists work, and in some cases, create their own.

“We want our first year to have a major impact on our guests and are working on some new experimental concepts that will really blow people away,” Dietrich says. “We’re working heavily on dimensional entertainment — things going on around you, beneath you and above you… I can’t say much more without giving too much away, but there are some really cool things we’re working on.”

True Music Festival’s goal is to provide a bit of everything, but just how did the name come about?

“We spent months discussing internally on what we thought would be appropriate,” Dietrich says. “We also wanted something that would get our message across right off the bat and keep in line with what we set out to accomplish — an authentic, genuine music experience.”

And it’s this experience that Dietrich hopes will draw thousands of attendees to the Salt River Fields at Talking Stick in Scottsdale.

“Since it’s such a trek for people in Arizona to get to a major festival,” he says, “a lot of them have never even had that incredible, grandiose feeling of being part of something larger than themselves. People have been waiting a long time for something like this.”

The Tostitos Fiesta Bowl, Barrett-Jackson, Cactus League Baseball… and a music festival?

Plenty of events attract visitors to Arizona, but one in particular is new to the state: True Music Festival, a one-day, multi-genre event. Founder Jarid Dietrich taps into the rich, cultured music scene of the area — one that, he says, just doesn’t get enough credit.

“For whatever reason, people just don’t think of the Phoenix music scene on a national level,” Dietrich says. “It’s the sixth most populous city in the nation and is made up of a lot of people who are first- and second-generation Phoenicians. What that means is there are people from all over, bringing their music culture with them from across the world. If nothing more, I want this event to be a vessel for them to shine in the national spotlight. Let’s put them on stage with the biggest acts in the world and let them share their gift.”

True Music Festival is a first of its kind in the state, embracing and showcasing both local and national acts ranging from electronic dance music (EDM) to rock and hip-hop.

“I think the caliber of artists we are selecting from each genre is incredible,” Dietrich says. “These artists are well respected, not just by fans, but the music community in general.”

On the lineup so far is Bassnectar, Wiz Khalifa, The Flaming Lips, Lord Huron and Capital Cities, who have skyrocketed to success with their single “Safe and Sound.”

“We love festivals because of the energy you feel there,” Ryan Merchant of Capital Cities says. “This is a result of bringing together a bunch of bands in one place. It creates an excitement you don’t find in other concert settings.”

The artist Merchant looks forward to seeing the night of the festival?

Securing these artists may not have been the simplest task, but Dietrich says as soon as he revealed details on what he had planned for the festival, musicians started listening.

“It can be very difficult to get major artists to Arizona for a number of reasons, including political,” he says. “But when we started discussing with the artists, I think the concept spoke for itself, and they jumped at the opportunity.”

In addition to live music, the festival will also include live, interactive art installations and roving performers, so attendees are able to watch artists work, and in some cases, create their own.

“We want our first year to have a major impact on our guests and are working on some new experimental concepts that will really blow people away,” Dietrich says. “We’re working heavily on dimensional entertainment — things going on around you, beneath you and above you… I can’t say much more without giving too much away, but there are some really cool things we’re working on.”

True Music Festival’s goal is to provide a bit of everything, but just how did the name come about?

“We spent months discussing internally on what we thought would be appropriate,” Dietrich says. “We also wanted something that would get our message across right off the bat and keep in line with what we set out to accomplish — an authentic, genuine music experience.”

And it’s this experience that Dietrich hopes will draw thousands of attendees to the Salt River Fields at Talking Stick in Scottsdale.

“Since it’s such a trek for people in Arizona to get to a major festival,” he says, “a lot of them have never even had that incredible, grandiose feeling of being part of something larger than themselves. People have been waiting a long time for something like this.”

The Tostitos Fiesta Bowl, Barrett-Jackson, Cactus League Baseball… and a music festival?

Plenty of events attract visitors to Arizona, but one in particular is new to the state: True Music Festival, a one-day, multi-genre event. Founder Jarid Dietrich taps into the rich, cultured music scene of the area — one that, he says, just doesn’t get enough credit.

“For whatever reason, people just don’t think of the Phoenix music scene on a national level,” Dietrich says. “It’s the sixth most populous city in the nation and is made up of a lot of people who are first- and second-generation Phoenicians. What that means is there are people from all over, bringing their music culture with them from across the world. If nothing more, I want this event to be a vessel for them to shine in the national spotlight. Let’s put them on stage with the biggest acts in the world and let them share their gift.”

True Music Festival is a first of its kind in the state, embracing and showcasing both local and national acts ranging from electronic dance music (EDM) to rock and hip-hop.

“I think the caliber of artists we are selecting from each genre is incredible,” Dietrich says. “These artists are well respected, not just by fans, but the music community in general.”

On the lineup so far is Bassnectar, Wiz Khalifa, The Flaming Lips, Lord Huron and Capital Cities, who have skyrocketed to success with their single “Safe and Sound.”

“We love festivals because of the energy you feel there,” Ryan Merchant of Capital Cities says. “This is a result of bringing together a bunch of bands in one place. It creates an excitement you don’t find in other concert settings.”

The artist Merchant looks forward to seeing the night of the festival?

Securing these artists may not have been the simplest task, but Dietrich says as soon as he revealed details on what he had planned for the festival, musicians started listening.

“It can be very difficult to get major artists to Arizona for a number of reasons, including political,” he says. “But when we started discussing with the artists, I think the concept spoke for itself, and they jumped at the opportunity.”

In addition to live music, the festival will also include live, interactive art installations and roving performers, so attendees are able to watch artists work, and in some cases, create their own.

“We want our first year to have a major impact on our guests and are working on some new experimental concepts that will really blow people away,” Dietrich says. “We’re working heavily on dimensional entertainment — things going on around you, beneath you and above you… I can’t say much more without giving too much away, but there are some really cool things we’re working on.”

True Music Festival’s goal is to provide a bit of everything, but just how did the name come about?

“We spent months discussing internally on what we thought would be appropriate,” Dietrich says. “We also wanted something that would get our message across right off the bat and keep in line with what we set out to accomplish — an authentic, genuine music experience.”

And it’s this experience that Dietrich hopes will draw thousands of attendees to the Salt River Fields at Talking Stick in Scottsdale.

“Since it’s such a trek for people in Arizona to get to a major festival,” he says, “a lot of them have never even had that incredible, grandiose feeling of being part of something larger than themselves. People have been waiting a long time for something like this.”

The Tostitos Fiesta Bowl, Barrett-Jackson, Cactus League Baseball… and a music festival?

Plenty of events attract visitors to Arizona, but one in particular is new to the state: True Music Festival, a one-day, multi-genre event. Founder Jarid Dietrich taps into the rich, cultured music scene of the area — one that, he says, just doesn’t get enough credit.

“For whatever reason, people just don’t think of the Phoenix music scene on a national level,” Dietrich says. “It’s the sixth most populous city in the nation and is made up of a lot of people who are first- and second-generation Phoenicians. What that means is there are people from all over, bringing their music culture with them from across the world. If nothing more, I want this event to be a vessel for them to shine in the national spotlight. Let’s put them on stage with the biggest acts in the world and let them share their gift.”

True Music Festival is a first of its kind in the state, embracing and showcasing both local and national acts ranging from electronic dance music (EDM) to rock and hip-hop.

“I think the caliber of artists we are selecting from each genre is incredible,” Dietrich says. “These artists are well respected, not just by fans, but the music community in general.”

On the lineup so far is Bassnectar, Wiz Khalifa, The Flaming Lips, Lord Huron and Capital Cities, who have skyrocketed to success with their single “Safe and Sound.”

“We love festivals because of the energy you feel there,” Ryan Merchant of Capital Cities says. “This is a result of bringing together a bunch of bands in one place. It creates an excitement you don’t find in other concert settings.”

The artist Merchant looks forward to seeing the night of the festival?

Securing these artists may not have been the simplest task, but Dietrich says as soon as he revealed details on what he had planned for the festival, musicians started listening.

“It can be very difficult to get major artists to Arizona for a number of reasons, including political,” he says. “But when we started discussing with the artists, I think the concept spoke for itself, and they jumped at the opportunity.”

In addition to live music, the festival will also include live, interactive art installations and roving performers, so attendees are able to watch artists work, and in some cases, create their own.

“We want our first year to have a major impact on our guests and are working on some new experimental concepts that will really blow people away,” Dietrich says. “We’re working heavily on dimensional entertainment — things going on around you, beneath you and above you… I can’t say much more without giving too much away, but there are some really cool things we’re working on.”

True Music Festival’s goal is to provide a bit of everything, but just how did the name come about?

“We spent months discussing internally on what we thought would be appropriate,” Dietrich says. “We also wanted something that would get our message across right off the bat and keep in line with what we set out to accomplish — an authentic, genuine music experience.”

And it’s this experience that Dietrich hopes will draw thousands of attendees to the Salt River Fields at Talking Stick in Scottsdale.

“Since it’s such a trek for people in Arizona to get to a major festival,” he says, “a lot of them have never even had that incredible, grandiose feeling of being part of something larger than themselves. People have been waiting a long time for something like this.”

It’s taking control of the airwaves, music charts, night clubs, music festivals, possibly even your iPod: electronic dance music, or EDM as it is commonly called. Not only are some of these DJs making millions of dollars, but they’re breaking records on the Billboard charts as well. Just this week, David Guetta’s single “Titanium” broke a record on the Billboard Dance/Club Chart by having the longest stay on the chart since Michael Jackson’s “Thriller.”

EDM has gained quite a large following in the past five years — so much so that music festivals such as Coachella and Lollapalooza have increased the number of EDM acts showcased at each event. There have even been festivals created that are solely dedicated to the genre, including the Ultra Music Festival in Miami, which attracted 165,000 visitors at this year’s event; and the wildly popular Electronic Daisy Carnival, which attracted approximately 320,000 guests at this year’s three-day event in Las Vegas and generated $207 million in revenue.

Still think EDM is just a fad? Looks like it’s here to stay.

So it’s of no surprise that EDM has found a lovely home and fan-base in the Valley, with night clubs hosting EDM artists to DJs performing at hotel restaurants (a la the District American at the Sheraton in Downtown Phoenix).

“Our proximity to Las Vegas and Los Angeles has helped our local scene grow,” says Matt Brough, director of talent for Steve LeVine Entertainment & Public Relations (SLE) in Scottsdale. “With parties like EDC, and clubs like Marquee, the fans have an unparalleled access to the world’s top DJs and parties.”

However, EDM has always had a following, dating back to the early 1980s when synthesizers became popular with bands like The Eurythmics and Depeche Mode. It wasn’t until nearly 20 years later when high-profile DJs began to notice their music cross over to a mass audience. The reason for this cross over? According to Steve LeVine, CEO of SLE, it’s accessibility.

“Great dance music has been around for many years,” says LeVine, creator of the Sound Wave music festival, an electronic music festival held in Tempe, which hit its all-time attendance record with nearly 10,000 people attending this year’s event. “I believe the popularity has increased because people can access music easier than ever and there are more mediums playing many different genres.

“As DJs, we became the trend setters that introduced dance music to our own individual markets and now many years later, dance music has taken over the airwaves and is what you hear everywhere,” LeVine adds.

“Technology is an amazing thing,” Brough says. “Right now is the easiest it has ever been to be ‘a’ DJ. To be a ‘good’ DJ is a whole other story.

“Anyone can download the Beatport Top 20 songs and mix those together with the Sync button. It takes years of skill and talent to know how to program the right song at the right time to take the dance floor on a real journey,” Brough said.

While the radio and YouTube has introduced many to the genre and its nationally recognized names such as Deadmau5, David Guetta and Steve Aoki, closer-to-home venues, including Smashbox, Wild Knight and El Santo, are taking the initiative to showcase local talent. For instance, El Santo Cantina in Scottsdale is hosting a month-long DJ series this fall, which was kicked off by Paul Oakenfold’s performance in September.

“Electronic music has an energy behind it that generally is not captured with traditional radio music,” Brian Ruede, owner of El Santo Cantina in Scottsdale. “It also often incorporates remixes of popular radio songs that allow it to cross over to mainstream listeners.

“EDM is a high energy, feel-good music that brings a great crowd. We love the crowd and the energy that comes with these shows.”

And for those of you who believe EDM merely a trend, it appears that it’s here to stay. Not only are some DJs making millions for their services — like Tiesto, who is reportedly the highest-paid DJ in the world with $22 million in earnings — listeners can expect EDM to evolve. According to LeVine, EDM will continue to change, constantly. And that includes collaborations with artists outside of the EDM bubble, including Leona Lewis and Avicii’s “Collide,” Calvin Harris and Florence Welch’s “Sweet Nothing,” and Bassnectar’s remix of Ellie Goulding’s “Lights.”

“We’re starting to see a lot more hip-hop and rock with dance beats,” LeVine says. “Also, reggae, alternative and adult contemporary music genres are all being remixed into dance versions. Additionally, there will be many variations of dance music that surface sooner than we think. Some will be short lived and others will be embraced for many years to come.

“Just look at how much dubstep has grown in the past year,” Levine adds. “It’s pretty amazing to watch the entire genre continually grow.”

For more information about Steve LeVine Entertainment & Public Relations, El Santo Cantina, or to view their upcoming events, visit slentertainment.com and elsantocantina.com, respectively.